Example 1 Pricing

Long Tail Pro Keyword Research

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"Pricing" is a nice, tight concept. You can use your SUPPLY and DEMAND windows to brainstorm many HIGH-PROFITABILITY keywords that are directly related to pricing. And, as we saw, you can also BREAKOUT into other areas too... areas that would be of interest to serious business people (ex., "fulfillment" or "copywriting" or "product development").

Here's the problem, though... if you developed many Keyword-Focused Content Pages about fulfillment within your pricing site, you'd dilute that site's Search Engine effectiveness for pricing issues. So "concept-level" keywords like "fulfillment" really deserve their own sites.

The more you keep your theme "pure," the better you will do. And... a site dedicated to pricing is also much more credible to your readers, too!

We saw before that business people who are interested in fulfillment will also be interested in pricing. Well, the reverse is true, also. So your pricing pages can also refer people to a good fulfillment company... not to mention a company with a good solution for customer support!

Since "pricing" is wide enough to be profitable and narrow enough to be winnable, make "pricing" your Concept Keyword for your new Theme-Based Content Site.

Now let's develop your Concept Keyword into a "Valuable PREselling Proposition" (VPP). What's a VPP? It's the affiliate equivalent of a merchant's "Unique Selling Proposition." A merchant sells goods or services. An affiliate PREsells by offering high-value information.

Your VPP answers, in very few words and hopefully with just a touch of character, the two critical questions about your Site Concept...

1) What specific and high-value information does your site deliver?

2) What is your unique positioning for this delivery (i.e., what is your angle of approach)?

A good VPP transmits these answers loud and clear to your visitor. Why does this need to be stated in "very few words"? One big reason...

K-I-S-S -- When a reader hits your site, she must be easily/immediately able to understand what your site is all about. And the single best way to do that?...

Include your VPP in your domain name! Yes, your VPP should be your domain name!

There's no room for "cleverness" or subtlety here. Leave that to the money-losing dotcoms. Include your Concept Keyword in your VPP and add a "marketing angle/theme" to it. That way, your concept is clear to your visitor, and your Concept Keyword is clear to the Search Engines (the engines will rank your site a touch higher for your Concept Keyword if it is included in your domain name).

Now let's look at a few possibilities for our first Concept Keyword example, "pricing"...

i) pricingadvisor.com, or THEpricingadvisor.com

VPP = pricing advisor. It says that you are delivering pricing information (your Concept Keyword must, of course, be included in your domain). And the "advisor" part establishes you as the expert -- it tells your visitor that you'll be delivering some great pricing advice!

ii) pricing-on-the-net.com

VPP = pricing on the Net. Again, it's clear that you are delivering pricing info. The "on the Net" part says that you are specializing in pricing info specifically on the Internet. Since there is not much info about pricing on the Net and since your potential visitor is certainly there looking for Net-specific info, this is a good approach.

Same idea for "netpricing.com" and "cyberpricing.com."

When do you use dashes in your domain name? If both versions of a 3-or-more-word domain are available, I like using the dashes because they make the word breaks more obvious to the eye. Also, the engines usually treat dashes as a space. So it may be more likely to "see" the entire string as separate words.

Others feel, however, that the engines don't seem to care one way or the other. So use dashes if it helps readability. For example, which is easier to read?...

pricing-on-the-net.com or... pricingonthenet.com

Generally, do not use dashes if your domain name has only two words in it. See how "netpricing.com" and "cyberpricing.com" don't really need the help of a dash?

Do use dashes (even if the domain only has two words) if the non-dash version is already being used by someone else. But be sure that you are not violating anyone's trademark (details re: trademark searching are coming).

NOTE: Since your affiliate business is 99%+ online, the offline issues of dealing with dashes are not so important (i.e., telling people how to spell it, people forgetting to put the dash after reading your print ad, etc.).

Here's the bottom line... domain names are so cheap that it's a good idea to take both versions (with and without the dash), just to make sure that a competitor does not take names that could be confused with yours. You can always make one domain point to the main one.

iii) perfectpricing.com

VPP = perfect pricing. Again, it's clear that you are delivering pricing info. This time, though, the VPP implies that you show people how to price optimally -also something that people would definitely want!

Bottom line? Same Concept Keyword. But three different VPPs that outline three different Site Concepts.

Which of the above approaches is best? Ahhh... my work is done. You know your prospective visitor best. Which approach do you think works best?

Before we go through the next two examples, here's how to brainstorm and register your domain.

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